DUBLIN, Jan 17 (Reuters) - Ryanair has hired themarketing chief from British price comparison websiteMoneysupermarket.com to lead efforts to boost its imageafter it was voted the worst of the 100 biggest brands servingthe UK market by consumer magazine Which?
Kenny Jacobs, a 40-year-old Irishman best known in theindustry for spearheading the "You're so Moneysupermaket"television advertising campaign, will take up the newly createdrole of chief marketing officer at Ryanair.
The budget airline, Europe's largest carrier by passengernumbers, has traditionally had a relatively small marketingbudget for an airline of its size and has relied instead onappearances by its charismatic chief executive Michael O'Leary.
But O'Leary has indicated his brash style might be aliability as the company seeks to broaden its appeal and targetbusiness travellers.
Ryanair on Friday also confirmed the promotion of formerdirector of operations David O'Brien as chief commercial officerin what it described as the biggest management reshuffle sincethe company's 1997 stock market flotation.
Of nine roles filled in the shake-up, eight were taken up byinternal candidates.
Jacobs and O'Brien will between them replace long-standingdeputy chief executive Michael Cawley, who is to step down inMarch. Fellow deputy chief executive Howard Millar will becomeO'Leary's sole deputy.
Moneysupermarket.Com (MONY)
